Change4Life has launched a new ‘Sugar Smart’ app to help families take control of their sugar intake in the fight against obesity.
A nationwide experiential roadshow is currently encouraging parents to take control of their children’s sugar intake. As part of the Public Health England’s current Change4Life campaign, it aims to engage the public with the app and the new guidelines for the maximum amount of sugar recommended each day.
The activity, which kicked off in Birkenhead on Thursday 21st January, is spanning 50 days and will wrap up in Portsmouth during the last week of February. At the heart of the roadshow is the new ‘Sugar Smart’ app that has been designed to show how much sugar can be found in the food and drinks bought by many on a daily basis.
Because’s team of Brand Ambassadors are helping to drive downloads of the new app, which launched at the beginning of 2016 and has already topped over 1m downloads, as well as educating active users around its use.
The campaign’s message is clear: there is no place for sugary drinks in a child’s daily diet. Users of the new app are encouraged to share their experience with friends and family directly and via social media.
The vibrant stand uses distinctive Change4Life campaign illustrations to grab attention, with a clear focus on the message that children are eating three times more sugar than the maximum recommended amount.
Gwyn Humphreys, Account Director at Because, comments:
“Our Sugar Smart roadshows are providing consumers with the perfect opportunity to test out the new Change4Life app and learn how much sugar they are currently consuming as part of their daily diet.
It’s a chance to bring to life the excessive amount of sugar that is being consumed by the average child in the UK each year, and to provide education around this in an engaging way.”
Check out this video of the roadshow in action:
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.